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Essay about how gender issues manifest in advertising
Essay about how gender issues manifest in advertising
Sexism in american advertising
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Since the beginning of media and advertising, marketers have employed subtle tactics to attract a more diverse customer base. In Jib Fowles essay, “Advertising's Fifteen Basic Appeals”, he discusses the fifteen appeals advertisers use to engage the consumer’s interest in buying their products. These different advertising techniques are directed towards a target audience; including males, females, elders, and teenagers. However, in some cases, the Carls Jr ad being analyzed has multiple audiences; primarily the male and female audiences. The male audience is more influenced by the sex appeal in the ad (i.e., the use of a model and suggestive wording), meanwhile the female audience is more influenced by the desire for attention and acceptance.
In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
Advertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,
In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.
“His” and “her” media refers to the multitude of media outlets catering different magazines, television programs, etc. to men and women. This disparity is particularly evident in adult television programming, which has underwent several transformations since its inception. For instance, the men would watch Spike TV whereas the women would watch the W Network. However, the division between his and hers is now slowly being merged together. Television programming used to divide its audience into its targeted demographic niches so that advertisers would reach the consumers their products were designed for.
The “Don’t Sweat the Small Stuff for Women” have 100 chapters. The book asserts that women have a special purpose in life that should be consider and appreciate the sacrifice of our grandmothers, great- grandmothers because we achieved the gender equality. The things to remember, remind us women how to grow stronger that summarized below. Summary
In today’s society, the traditional differences between genders are constantly reinforced. The male figure is usually characterized as the strong, successful, dominant gender. When advertisements create a target message for men, they exploit the male ego. This means that men are thought provoked to look or be
“While the Smell Like a Man, Man” campaign does not utilize female actresses in the commercials, it does allow a look into how the socially constructed concept of masculinity is created
We have all seen advertisements in magazines, billboards, commercials, and even the internet filled with attractive women and men who are used to grab the attention of consumer and sell products on any type of media source. This would fall under McClintock’s second advertisement technique, “Glittering Generalities”, that advertisements are used to sell goods to consumers (698) and sex sells as Joyce Garity points out in her essay “Is Sex All That Matters?” Garity speaks about how advertisements use sex appeal to grab the attention of readers and how their minds are dragged into a world of fiction, filled with beautiful people who seem to have a carefree lifestyle, all worldly possessions one could possibly want, and the sex appeal that most if not all people desire in the advertisement(756). Garity is a social worker and her essay primarily focuses on Elaine, who is a young woman, alone, and carrying her second child. Garity hands Elaine a magazine and inside that magazine, advertisements show “junior fashion models in snug jeans”, “a barely clad young couple sprawled on a bed”, and a “waif-thin girl draped stomach down across a couch, naked, her startled expression suggestion helplessness in the face of an unseen yet approaching threat” (756).
Although traditionally brands and products of this nature have been targeted at women, we are now seeing an increase of advertisements that seek to reach the male consumer. Companies like AXE, which is a brand of male grooming products, is marketed towards
Can advertisements really cause violence in people’s lives? Jean Kilbourne’s “Two ways a Woman Can Get Hurt: Advertising and Violence” talks about how advertising and violence against women can cause women to be seen as objects. The author discusses how pornography has developed and is now part of social media, which glorifies its violence that permeates society encourages men to act towards women without respect. Kilbourne uses logical and emotional appeals as well as ethical arguments to effectively convince readers to ignore specific advertising techniques. Jean Kilbourne author has spent most of her professional life teaching and lecturing about the world of advertising.
Gender roles have existed throughout history, and still play a massive role in our society. They dictate how each gender; male, female and androgyny, should behave, and what is appropriate for them and what isn’t. An article “Examining Media’s Socialization of Gender Roles”, exhibits how gender roles are displayed in commercials. Predominately, the commercial “Know Your Gear”, shows what products are masculine and what aren’t. In the text it states, “Ladies have their own stuff’, while he grabs and lifts a white flowered basket filled with brightly colored primarily pink, products, he sternly warns, ‘see this is not for you”.
In the essay “The No Name Woman” by Maxine Hong Kingston, the story of living in a traditionally male-dominated Chinese society with a very dysfunctional family structure is told. The villages would look upon the men as useful, and women as useless to their society. Kingston, the main character, learns this first hand from how her aunt was treated. Kingston’s aunt, The No Name Woman, is victimized by a male-dominated society by being shunned for an illegitimate child. As a woman, the odds were automatically against you in their society.
This advertisement includes four men and one woman who are all wearing Dolce and Gabbana clothes. Two of the men are shirtless with oiled bodies, showing off their muscular body type, which is considered to be the ideal male body type. This causes the men viewing the advertisement wanting to be like them. Beauty standards are just as important in the male society as the female society, just that it is more emphasized in the female society.
Yet, in the realm of advertisement, there seems to be a fundamental difference in the way men and women are portrayed. The women are portrayed as a sexual object, fragile, and exotic whereas men are portrayed as dominant, powerful, physique, tough, independent, and aggressive. The advertisement today 's plays very important to influence the customer decision, and through various research evidence that gender, sexuality, and advertising are
